Emotional intelligence is very important for companies to understand because it focuses on the customer’s emotions whether they are desiring to buy a product and what their current needs are. As discussed in the lecture, it was mentioned that the company should create products for current needs of the customer and it’s their job to convince the buyer that they need the product before they know it themselves. In addition, emotional intelligence helps in connecting with the customer, this helps the company establish a good sense of communication and receive feedback from their customers using the product to further satisfy the general masses; all customers like companies that hear their suggestions in the new iteration of the product.